The two companies had worked together since 2020, and a new company was formed - Bindu Incense Craft Llp, which has shared owners with Balaji, though operates separately. I have been in correspondence with Ashish Shah, Managing Partner, Balaji, regarding some samples he sent me at the start of 2024, and I have read a few press releases, however I am still unclear on the relationship of Bharat Industrial Corporation (BIC) with Balaji and with Bindu Incense Craft (BIC). All three company names and logos are shown in this press article.
Adding to my confusion, Ashish has been in touch to tell me that since May 2024 his partnership in Balaji has been taken over, and - along with Dixit and Nainesh Shah - he is now the owner of BIC. He has also started his own independent incense company, Binndi.
Conclusion: A pretty decent producer who make heady and colourful incense for the Indian market, some of which I find delightful, though are probably too rich for most folks in the Western market, so I'm possibly in a minority. They are, though, wonderfully inconsistent, and can make some rather dry and mean budget stuff along with the expansive and passionate premium stuff. On the whole I find Balaji one of the best incense makers. Their masala incense is well worth seeking out.
Do you prefer to use man-made perfumes or essential oils? Is the choice dictated by cost, ease of use, or consistency and quality of scent?
Man-made perfumes are more stable and consistent. Also economical than the essential oils. Essential oil quality is not consistent due to the harvest process and season.
Our selection process for the scent is largely driven by the demand for the product- if a market requires high quality scent, we use the right source of our ingredients. We also have markets where cost is a big factor. Of course quality is controlled not to deteriorate the brand name in search for sales
Which would you regard as most important to you - the scents you use, or the binders and fixatives?
Scents
Do you use halmaddi? If so, from where do you source it?
Yes, we use it for a handrolled incense in the premium segment, we source it from the govt. authorised vendors with valid certifications.
Roughly how many employees do you have?
We have around 200 workers employed directly with us - 60-70% of them are women from rural areas
Where would you place yourself in a) the domestic market, and b) the international market?
Domestic market - good presence in most parts of the country. established as a brand that manufactures premium products.
International market - we started taking interest in direct export since 2018. previously our goods were exported by some exporters based in Mumbai and Delhi
Adding to my confusion, Ashish has been in touch to tell me that since May 2024 his partnership in Balaji has been taken over, and - along with Dixit and Nainesh Shah - he is now the owner of BIC. He has also started his own independent incense company, Binndi.
Reviews
* = review is over five years old so may not be reliable
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| Balaji Dharma Abhyasa Yoga (M) Nov 2024 - Score: 50 |
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Dec 2024 - Score: 48 |
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| Balaji Prashanth Herbal Flexo Sticks (M) Feb 2024 - Score: 47 |
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| Balaji Signature (PM) Nov 2024 - Score: 47 |
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| Balaji Dharma Dhyaana Yoga (PM) Nov 2024 - Score: 46 |
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| Balaji Red Premium Flora Sticks (M) Oct 2023 - Score: 46↑ |
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Feb 2024 - Score: 44 |
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| Balaji Dharma Jnana Yoga (M) July 2024 - Score: 42 |
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| Balaji Bakhoor Premium Incense Sticks (PM) Oct 2023 - Score: 41↑↓ |
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| Balaji Escentials Jasmine (PM) Nov 2024 - Score: 41 |
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| Balaji Essentials Cinnamon (M) March 2024 - Score: 40 |
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| Balaji Pure Sandal Premium Dhoop Sticks (D) Sept 2023 - Score: 40 |
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| Balaji Om Shree Sai (M) Dec 2024 - Score: 32↓↑↓ [Average 33] |
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| Balaji Chandan Pure Mysore Sandal Sticks Oct 2023 - Score: 31 |
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Oct 2023 - Score: 29↑ |
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| Balaji Musk (P) Oct 2023 - Score: 28 |
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| Balaji Royal Bengal Premium Incense Sticks (P) Nov 2024 - Score: 28= |
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| Balaji Gem Premium Fragrance Sticks March 2022 - Score: 26 |
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| Balaji Bindu Premium Incense Sticks (P) Nov 2024 - Score: 25↓ |
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| Balaji Bel Phool Premium Incense Sticks (P) Feb 2024 - Score: 24 |
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Oct 2023 - Score: 24↓ |
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| Balaji Holiday Premium Incense Sticks (P) Feb 2024 - Score: 24 |
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| Balaji Rose Incense Sticks (P) Mar 2024 - Score: 24 |
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| Balaji Chandan Incense Sticks (P) Oct 2023 - Score: 23 |
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| Balaji Golden Flora Natural Incense Sticks (M) May 2022 - Score: 22 |
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| Balaji Heroes of India Patriot Edition (P) Oct 2023 - Score: 21 |
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Jan 2023 - Score: 20 |
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| Balaji Passon Natural Incense Sticks Rose Oct 2021 - Score: 19 |
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| Balaji Focus Herbal Sticks May 2018 - Score: 10* |
Scents reviewed: 29
Highest score: 50
Lowest score: 10
Average: 31
Top five: 47
Top five: 47
Overall: 39
[Reviews over five years old are not counted in average score]
Conclusion: A pretty decent producer who make heady and colourful incense for the Indian market, some of which I find delightful, though are probably too rich for most folks in the Western market, so I'm possibly in a minority. They are, though, wonderfully inconsistent, and can make some rather dry and mean budget stuff along with the expansive and passionate premium stuff. On the whole I find Balaji one of the best incense makers. Their masala incense is well worth seeking out.
Interview
In 2023 Ashish Shah of Balaji got in touch after reading IncenseInTheWind, and sent a bunch of incense to review. I asked a few questions - here are the responses:
Do you create and make your own perfumes?
Yes. We have over 800-1000 different kinds of Aroma chemicals. essential oils, resins which are used in our blend on a daily basis
Do you create and make your own perfumes?
Yes. We have over 800-1000 different kinds of Aroma chemicals. essential oils, resins which are used in our blend on a daily basis
Do you prefer to use man-made perfumes or essential oils? Is the choice dictated by cost, ease of use, or consistency and quality of scent?
Man-made perfumes are more stable and consistent. Also economical than the essential oils. Essential oil quality is not consistent due to the harvest process and season.
Our selection process for the scent is largely driven by the demand for the product- if a market requires high quality scent, we use the right source of our ingredients. We also have markets where cost is a big factor. Of course quality is controlled not to deteriorate the brand name in search for sales
Which would you regard as most important to you - the scents you use, or the binders and fixatives?
Scents
Do you use halmaddi? If so, from where do you source it?
Yes, we use it for a handrolled incense in the premium segment, we source it from the govt. authorised vendors with valid certifications.
Roughly how many employees do you have?
We have around 200 workers employed directly with us - 60-70% of them are women from rural areas
Where would you place yourself in a) the domestic market, and b) the international market?
Domestic market - good presence in most parts of the country. established as a brand that manufactures premium products.
International market - we started taking interest in direct export since 2018. previously our goods were exported by some exporters based in Mumbai and Delhi
Everybody seems to love Balaji Red and while I can see why, it simply does not appeal to me. While I don't outright hate it, I might have had a higher opinion if it hadn't been so strong and intense.
ReplyDeleteYes. Tastes differ. There is not going to an incense that appeals to everyone. An incense that has a wide appeal tends to be bland rather than interesting. Same with most products. My grandmother had a wonderful expression about bland clothing: "There's nothing in that to offend anyone." She meant it in a nice way, of course, but for me it has become an expression that sort of sums up popular appeal.
DeleteMeanwhile, most of us like what we like, and that may mean liking what others dislike, or disliking what others like.
Some people like strong incense. Some prefer it mild.
Some people like single accent incense. Some prefer complex.
Some like rich. Others prefer pure.
Some like dark. Others like joyful.
And so on. Each to their own.
What you like is what you like. There is no absolute when it comes to something as subjective and personal and emotional as the pleasure of a particular scent. And none of us should feel obliged to like what someone else likes. Blogs which say: "This is what I experienced, and this is what I liked or didn't like", work better for me than blogs which strut and preen and pretend to know stuff, and say: "This is good. I know it's good. Buy it. That is bad. I know its bad. Don't touch it", don't work for me.
I like your blog because you are honest, and giving us your experience.